Time
changes everything. As time goes on not only do trends change, but so does
fashion, etc. so with time the tall, dark and sexy man whose ruggedly handsome
and suave
A man how
doesn’t worry about his looks . All this seems to describe a man soon to be
outdated and obsolete thanks to the changes that are taking place in this ever
evolving society.
Television
is seen to be the greatest development of the 20th century (Ige, 2004). Many
arguments exist in favor of the influence of television on people as well as
the personality factors that are seen as being common to television viewers.
Television viewers are seen to want to know about the ongoing culture of society
through the television and are less active than non-television viewers both in
house chores as well as outside home activities such as going to museums and
movies. They are able to achieve satisfaction with doing lesser number of
activities than non-television viewers (Jackson-Beeck & Robinson, 1981).
Television,
along with peers of consumers, appears to be an important agent in adolescent
consumer socialization and increases interaction of adolescents with parents for
consumption related queries (Churchill Jr. & Moschis, 1979), meaning that
it could aid in increasing the influence of family in socialization. It also is
seen to help in the construction of a mental picture of the real world (O’Guinn
& Shrum, 1997). We might therefore come to believe how others live and
behave without ever actually meeting them and because of the presence of more
affluence in television programs, television viewers would believe that more
affluence existed in the real world as well, and feel disadvantaged. Thus they might
want to buy more fashion clothes as a result of watching television channels.
Television
usage could also increase the awareness of the incidence of crime for television
viewers (Wyer Jr., Shrum, & O’Guinn, 1998). Consumers might not think about
the source of any information with regards to television and would in fact
treat it as being true even though it might be false, unless they are made
aware of a possible bias.
Television
advertisements are also seen to have an impact on consumer role perceptions as
well as sex-role perceptions (Moschis & Moore, 1982). Over a period of
time, increased advertising exposure causes a person’s behavior to be less
socially desirable (Moschis et al.). It might make them buy products such as
cigarettes which are of no social value. One thing to remember is that ads have
to be placed in likeable programs to get more positive product impressions
(Murry Jr., Lastovicka, & Singh, 1992).
Therefore a
good ad might be useless unless it is placed in the proper television timeslot of
programming.
The
influence of advertisements is shown through the use of premium offers along with
the product itself (such as reusable containers or gifts), which is seen to
influence consumers to like or desire the product (Shimp, Dyer, & Divita, 1976).
What Females think:
Historically,
consumer and market researchers have viewed women in the traditional roles of
wife, mother, homemaker, and hostess, or single girl preparatory to these roles
(Venkatesh, 1980). A Pakistani woman’s place in society can be seen in light of
this study on the changing roles of women, which although very old, would help
shed light on adolescents views. In our view, the traditional Pakistani woman’s
role is reflective of the traditional American housewife of the 1960’s and
1970’s. Among the three categories listed by Venkatesh, the study on feminists
is of particular interest since they are closest to our sample characteristics.
They were found to be younger, better educated, and revealed a greater sense of
independence in terms of how they perceived themselves within the household,
more self-confident, and less prone to television viewing (Venkatesh et al.).
Other studies have shown that females have a stronger orientation toward their
peers than do males (Churchill Jr. & Moschis, 1979).
In a study
on male and female processing strategies (Meyers-Levy, & Maheswaran, 1991),
it was found that a female processing often entails substantial, detailed
elaboration of message content, sometimes resulting in female’s heightened
sensitivity to the particulars of message claims (Meyers-Levy et al.).